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Experience, Technology and
Focus in Mid Market CRM
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Agenda
Soffront Overview
The Soffront Difference
Key Benefits
Problems / Needs Product Features
Case Study
Measure ROI
Conclusion
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Soffront Overview
Soffront was founded in 1992
Offers complete Mid Market CRM solution
Solution that has evolved over 14 years
Technology specifically designed for mid size market needs
Record of consistent growth and profitability
Complete focus on mid market companies
Over 2,500 CRM installations worldwide
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Soffront Overview..Customers
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Only Soffront has:
14 years of Mid Market
experience, technologyand a complete focus on
mid market success.
The Soffront Difference
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Soffront Flexible Technology
Soffront CRM is Modular.
Applications work seamlessly together as a complete solution.
Modules can easily adapt to work with your existing technologies
and processes.
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Marketing Automation
Typical concerns of Marketers in the 21st Century
How can I have a complete view of my customer?
How can I speed up the campaign planning and executioncycle to improve time-to-market?
How can I leverage low cost web and email media
effectively?
How can I measure results from marketing campaigns
and justifying marketing ROI?
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Key Benefits Marketing Automation
Capture and assign leads automatically
Schedule rule-based multistage campaigns including
interdependent tasks
Identify cross-sell and up-sell opportunities
Execute permission based Opt-in / Opt-out campaigns
Support continuous campaign measurement with
sophisticated closed-loop analysis
Measure your marketing ROI
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Key Benefits Marketing Automation
Plan campaigns with configurable workflows to handle
multiple stages in the campaign planning process
Target campaign recipients through segmentation and
profiling
Execute targeted and personalized e-mail campaigns
Maintain an integrated view of the customer across all touch
points
Improve response rates and enhance customer retention
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Focus on Soffront Marketing
Plan, execute and track complex
multi-channel marketing campaigns.
Measure results and
improve Marketing ROI.
Automatically capture and
assign leads from Web campaigns
Create and assign leads
automatically
from email inquiries
Control Campaign Workflow
Automate Lead Process
Track Campaign Impact and Improve
Soffront Marketing helps you speed up time-to-market,target markets more efficiently and measure your results.
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Soffront Marketing Overview
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Campaign Management Features
Campaign Planning
Merge Customer Lead Sources
Create Market Segmentation
Complex Campaign Management: Multi-channel, multi-stage
campaign creation Automate Campaign: Content generation Launch / Scheduling
and monitor the results
Campaign Response Management
Measurement and Analytics
Subscription Management
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Marketing Automation
& Getting your Message Out
Automation helps you:
Create compelling, creative and consistent campaign messages
across all customer touch points.
Create one to one personalized messages. Use the cost-effective email communications to send email
message to thousands of contacts at a time.
Create message based on the target audience behavior.
Automatic tracking of customers response on receiving the
message.
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An Example of Marketing with Soffront CRM
Mega Beverage Company is launching a newproduct named Isis Cola.
Marketing needs to create and launch an direct mail campaign targeted to
reach only the urban female customers in the 20 30 age group.
The following slides will show how Soffront Marketing Automation can
enhance and improve the process.
Choose a Goal
for Campaign
Campaign Planning
Lead Gathering
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Merge Customer Lead Sources
Gather and Merge leads from wherever you get them:
Web based generation of Leads Opt-in / Opt-out marketing
Contacts from Trade Shows, Expos, Seminars
In house list of contacts e.g., Contact list in CRM database
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Lead Source Opt-in / Opt-out marketing
Information Request from Web site
Submitted request reflects in the CRM database as a lead
GatherLeads from Online Marketing
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Import Records to CRMdatabase
Contacts gathered from Tradeshows &
Events
Lead Source - Generated from anEvent
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Contact Sources - In-house Contact List
The list of contacts such as existing customers, prospects etc from your
Soffront Data Base
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Targeting the Demographic for your campaign
1. Create target group of contacts for each marketing campaign.
2. Filter out the leads however you like, based on geographical.demographical, behavioral and attitudinal data.
3. Identify accurate need and want of each market segment.
4. Set measurable goals for each segment.
Automation helps companies create cost-effective, high performance,
better-targeted campaign.
Choose a Goal
for Campaign
Lead Gathering
Demographic Filtering
Target List
Campaign Planning
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Contact Segmentation
Create a filter (Cola coupon Promo) to segment leads in the target market. In thisexample we separate out customers who are female and also between 20 & 30
years living in a select group of zip codes.
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Campaign Creation
1. Create a multi-stage direct mail campaign (different direct mail
pieces on different dates).
2. Associate multiple stages to the campaign for example, a
stage I might be an initial post card offer and stage II a follow
up letter depending on their response.
3. Produce creative for association with each DM stage.
Demographic Filtering
Target List
Campaign Planning Campaign Creation
Create
Campaign
Stage I
Initial DM
Stage II
Follow up DM
CreateDM
messages
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Campaign Creation
Create a new campaign specifying details -
Target Audience: In this case women 20 - 30
Campaign name
Campaign Objective: Drive customers to retail with a 2 for 1 offer.
Campaign Type
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Campaign Stage I
Associate and create a new campaign stage specifying details -
Target Audience
Campaign stage name
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Campaign Message I
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Campaign Execution
1. Stage-I merges customer info into direct mail pieces
2. Initial Direct Mail Piece and labels are printed
3. Responsible people are notified of mailing date
4. Mail is sent
Campaign Creation Campaign Execution
Stage I
Initial DM
Stage II
Follow up DM
CreateDM
messages
CustomerInfomerged
EmployeesNotified?
CustomerRecordUpdated
DM Piece& LabelsPrinted
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Campaign Execution
Execute or Schedule the reviewed
campaign.
Generate merged DM pieces and
labels
Notify employees responsible to
perform mailing.
Receive conformation of physical
execution of the mailing
Update customer info
.
Campaign Execution details of Isis Cola Launch
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Increase Customer Segmentation II
The tracked responses from the first stage help profiling and
segmenting the contacts for the next campaign stage on the basis of:
Preference
Attitude
Interest
Behavior pattern
Campaign Stages are created for the filtered contacts
Personalized campaign messages depending on the contact's
response are associated to the campaign stages.
The stages can be executed / scheduled as and when required
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Campaign Stage II
Create a follow up campaign stage associated to the earlier campaign: In this case
a letter to respond to people who redeemed the coupon.Provide details such as
Campaign Id
Media Channel
Stage Name
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Campaign Analysis
1. Measure campaign performance
2. Refine the next campaign performance based on figures from the
earlier campaigns
Campaign Execution Campaign Analysis
Send FollowUp Email
Did the EmailBounce?
CustomerRecordUpdated
If Yes
TriggerStage II
If Yes
AnalyzeResults
ImproveCampaign
EmployeesNotified?
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Product Feature-Soffront Direct Marketing
Advantages of Soffront CRM in Direct Mail:
Generate all of your mail pieces for a campaign with the
push of a button.
Automate label printing to each target audience.
Automate the personalization of each letter.
Update information for all of your customers based on the
campaigns you sent them.
Easily keep complex campaigns organized and executed on
time.
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Product Feature-Soffront Direct Marketing
Measure your ROI
Measure the amount of sales generated by the customer overtime.
Measure increases in sales and profits.
Achieve greater operational efficiency by having all processesunder one roof and minimizing administrative costs.
Sales Conversion rates how many leads scored as Customersthat enter the sales funnel result in a sale.
Sales Cycle Data length of time a lead spends in the sales funneland the number of sales contact needed to convert.
Average Order Size for the product or service that is the focus ofthe campaign.
Customer Acquisition Cost the current budgeted cost ofacquiring a customer.
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Soffront Direct Marketing
Summary
Combine familiar Microsoft Word features with Soffront Power to
create your DM pieces.
Executes the DM campaign: customizing, generating and printing
personalized Microsoft Word documents for your mailing.
Automates label printing including any customer information you
need.
Creates a campaign log file with all the information needed to
track each stage in the campaign.
Updates the main Soffront Database with details to help
coordination with other campaigns.
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Maximizingyour benefits-
Over 14 yearsofproductexperienceandmaturity
IntegratedsuiteofCRMapplication
UnmatchedAdaptability
Minimizingyour
TotalCostofOwnership:
Deplo yedindays
Zero footprintweb client
Eas ytousecustomizationtools Web-basedarchitecture
Flexi blelicensing
SoffrontCRMistheperfectpartnerforMidSizecompanies
Conclusion
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